If you can't measure it, should you do it?

  • There is a famous marketing saying: ‘Half of my advertising is wasted; the trouble is, I don’t know which half’.

    The internet has brought great improvements in the measurability of certain types of marketing activity, but that doesn’t mean to say that anything which isn’t online or that can’t be measured in terms of short-term sales should be abandoned.

     The goal of marketing is to build relationships, whether that is with existing customers or prospects. Frequent communications newsletters, alerts, articles of interest, anything that ensures constant contact are vital, as of course is the content and quality of those communications. Customers don’t want glossy brochures boasting of capabilities and achievements, they want something that adds value and provides an opinion. This might be substantive updates on issues that are important or the sharing of ideas and best practice. Whatever it is, by communicating often and communicating well, we are keeping in touch and reminding our customers that they are important to us.

     And we shouldn’t only communicate when there is work on. Maintaining contact during the quiet periods is key to keeping the relationship alive. Ideas include:

    • Keeping in touch with regular emails, publications and phone calls

    • Sending articles and clippings - ‘I saw this and thought of you’

    • Dropping in to see the customer on occasions (not so scary really)

    • Suggesting networking opportunities and potential introductions that might benefit the customer

    • Using entertainment and hospitality.

    The measurability of these pursuits is sometimes difficult to gauge, but only doing what we can measure will lead to many valuable activities being abandoned. Staying close to customers by increasing the level of contact now will stand every business in good stead when the economic conditions improve.

Related articles

  • Read More

    SharpSpring launches visual workflow builder to enhance lead generation and sales

    SharpSpring recently announced the launch of their Visual Workflow builder. The new feature intends to make the process for creating workflows easier and brings it in line with the likes of Pardot...

  • Read More

    Why can’t we make faster business decisions?

    Malcolm Gladwell, in his book Blink, argues that the lengthy procrastination that often takes place in decision-making is ‘post self-justification’, because we actually make up our minds pretty...

  • Read More

    Marketing activity so bad it’s quite literally criminal

    A news article came out through the Bangkok Post (we found it through The Verge) last week about the arrest of three Chinese nationals. The trio had been paid over £10,000 a month to run a...

  • Read More

    Jason Dilworth joins The Marketing Eye to develop technical capability

    Financial services marketing agency, The Marketing Eye, has appointed Jason Dilworth to the new role of Technical Director in a move designed to expand and develop the company’s data-driven...

  • Read More

    A third of B2B marketers are tracking sales through social

    For an industry whose origins and continuing existence rely heavily on the accurate analysis of statistics, the insurance sector would do well to note the seismic shift taking place in modern...

  • Read More

    Repeat, Repeat, Repeat – 4 reasons to keep contacting the same prospect list

    Asking someone to buy your product or sign up to your service after only one mail-shot or email is unrealistic. We can’t expect that one email, no matter how carefully crafted, will be enough to...

  • Read More

    Promoting video content on social media

    So, your business has splashed out on a big, beautiful high quality piece of video content, you are going to want to stretch it as far as it will go, right? Then don’t do what everyone else does...

  • Read More

    Four Facebook ad campaigns you should be running to attract and retain investors

    With around one-fifth of the world’s population on Facebook, you would think generating brand awareness and leads from it would be a piece of cake. The reality is less straight forward. With a...

  • Read More

    6 quick wins when you first sign up to marketing automation

    Marketing automation systems are powerful, intelligent and the bedrock of many businesses' marketing strategies, but getting to learn and understand them takes time and dedication. Not becoming...

  • Read More

    7 characteristics of social media implementation in B2B marketing

    If you look for evidence of the potential benefits to B2B organisations of social media, you will see both lead generation, as well as brand reinforcement are being addressed to great advantage....

Take the first step

To find out more about how we can help you grow faster, please get in touch. We'd like to hear from you.  Or try our instant marketing healthcheck, it's free!

Quick Contact

Quick contact


Contact us

T 01825 765617

E hello@themarketingeye.com

Our offices

Full details of our offices in London and Uckfield more

Request a call